National Fisherman

Making a mark

Regional branding programs promote traceable local seafood from sustainable fisheries

By Linc Bedrosian

The real-estate mantra "location, location, location" is now a cornerstone of a new trend in seafood. Regional branding programs emphasize the local nature of the seafood fishermen catch, the path it takes from boat to plate and the fishery's sustainability.

"What we hear from the market is that people are willing to pay for and are interested in local," says Donald W. Perkins, president and chief executive officer of the Portland, Maine-based Gulf of Maine Research Institute, which recently introduced its Gulf of Maine Responsibly Harvested branding program. The program aims to establish a sense of place for species harvested or grown and processed in the Gulf of Maine and requires participants to adhere to standards for sustainability and traceability.

"There's greater consumer awareness," says Dane Somers, executive director of the Maine Lobster Promotion Council. "Giving them clear labeling that details the product's origin and traceability, you see the consumers respond to that."

Alaska's salmon fishery is a good example of how branding can fuel demand. A glut of farmed, imported salmon emerged on the market in the early 1990s, depressing dock prices and dampening demand for Alaska's signature fish.

But the state developed a strategy to regain market share. By 2002 the salmon industry began touting its product's uniqueness, spotlighting the regions where the salmon were caught and the pristine environment from which they were harvested. Wild Alaska salmon regained favor in restaurants and retail operations, and in consumers' hearts and stomachs.

Today, regional branding programs for fisheries large and small hope to achieve similar success.

According to NOAA, 84 percent of seafood consumed in the United States is imported; foreign aquaculture accounts for about half that amount.

"We're all being challenged by the flood of imports," Somers says.

Those imports have resulted in a $9 billion trade deficit in seafood, NOAA says. They have also kept dock prices for product like Gulf of Mexico shrimp in a prolonged funk and, in the era of $4 per gallon fuel, kept shrimpers dockside.

Efforts to establish regional brands aim to get U.S. consumers eating more domestic seafood — and eat into the share of American seafood consumption that imports have grabbed.

National Fisherman Live

National Fisherman Live: 4/22/14

  • OSU study targets commercial fishing injuries
  • Delaware's native mud crab making recovery
  • Alaska salmon catch projected to drop 47 percent
  • West Coast groundfish fishery bill passes
  • Maine's scallop season strongest in years

Brian Rothschild of the Center for Sustainable Fisheries on revisions to the Magnuson-Stevens Act.

Inside the Industry

The South Atlantic Fishery Management Council is currently soliciting applicants for open advisory panel seats as well as applications from scientists interested in serving on its Scientific and Statistical Committee.

Read more...

The North Carolina Fisheries Association (NCFA), a nonprofit trade association representing commercial fishermen, seafood dealers and processors, recently announced a new leadership team. Incorporated in 1952, its administrative office is in Bayboro, N.C.

Read more...

Try a FREE issue of National Fisherman

Fill out this order form, If you like the magazine, get the rest of the year for just $14.95 (12 issues in all). If not, simply write cancel on the bill, return it, and owe nothing.

First Name
Last Name
Address
Country
U.S. Canada Other

City
State/Province
Postal/ Zip Code
Email